Google faces UK lawsuit over online display advertising

The claim, brought on behalf of British advertisers, is seeking up to £3 billion ($4 billion) in compensation, according to an estimate from KP Law, the firm leading the action.

The case argues that Google favoured its own display advertising services—such as banner advertisements shown on websites—while shutting out competitors.

KP Law stated that Google's practices left "advertisers paying more for less effective display advertising".

The case has been brought as a collective action, meaning all potentially affected parties are automatically included unless they choose to opt out.

It covers all UK advertisers who have paid for Google's advertising services since 1st October 2015.

Google did not immediately respond to a request for comment from AFP.

The company's advertising practices have undergone extensive scrutiny and legal actions in the UK, the European Union, and the United States.

A separate lawsuit filed in UK courts last year also accused Google of overcharging for online advertising.

Other cases on similar grounds are ongoing, including a £13.6 billion claim brought on behalf of online content publishers, which was cleared in 2024 to proceed to trial.

Google is also facing efforts by the US government to break up its digital advertising business to curtail its dominance.

Last year, the EU imposed a substantial antitrust fine of 2.95 billion euros against Google for favouring its own advertising services.

Google has stated that it intends to appeal the fine.